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Government social advertising and ethno-politics in a small ethnically diverse nation
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'Surrogate advertising' is one of the emerging ethical issues in advertising in India. This is used as a strategy to advertise products like liquor or tobacco-the advertisement of which otherwise, is banned in our country. It relates to advertising by duplicating the brand image of one product extensively to promote another product of the same brand. When consumers look at these advertisements, they associate these with banned products. Hence, such products are indirectly advertised, and therefore, influence their behavior. There is no doubt that the hidden call for alcohol consumption behind the surrogate advertisements is not escaping the eyes of viewers of the world's fourth highest liquor consuming country. Hence, surrogate advertising defeats the very purpose of banning liquor advertisements. The central issue of the ethical discussion in the present study is regarding the attitude of targeted consumers towards the practice of surrogate advertising vis-à-vis their psychographic profile towards advertising in general. The psychographics of the target audience are important to be discussed since they are the final evaluators of advertising. The study concludes that surrogate advertising is not perceived positively by the various sections of the society. Though there were some positive perceptions found for this practice, on the whole, the attitude of most of the targeted consumers, i.e., the respondents weres more dominating towards the negative side for the surrogate advertising and they consider it to be an unethical practice. The ethical perception of the targeted consumers affect the acceptability of surrogate advertisements and hence, the attitude of the consumers towards it, with majority of these consumers considering it as immoral and unethical. The implications thus, are left for the advertisers to modify and redesign their advertising strategies in accordance to the consumer psychographics, so that they can find a way out which is more ethical and positive for the society or their target market rather than resorting to surrogate advertising.
The author discusses methods used in other social sciences and in marketing in terms of two key criteria defining “good research.” It is argued that the simultaneous research desiderata of data integrity and high currency or generalizability often place conflicting operational demands on researchers. Thus, tradeoffs must be made in employing any method to investigate a research problem. As a consequence of these inevitable tradeoffs, a broader rather than narrower method set becomes appropriate for marketing investigations. Case research is explored as one useful alternative research method for marketers. The nature of case research in contrast to case teaching or prescientific case culling is discussed, the appropriateness of case-based versus more conventional deductive methods is considered by researcher objective and type of problem investigated, and a four-stage case research process is described. General guidelines and caveats for the conduct of marketing case research are given. The author concludes that case research may be viewed as a metaphor for the general utility of the varied inductive research methods in expanding our perspectives on marketing research problems.
Research on implicit stereotypes has raised important questions about an individual's ability to moderate and control stereotypic responses. With few strategies shown to be effective in moderating implicit effects, the present research investigates a new strategy based on focused mental imagery. Across 5 experiments, participants who engaged in counterstereotypic mental imagery produced substantially weaker implicit stereotypes compared with participants who engaged in neutral, stereotypic, or no mental imagery. This reduction was demonstrated with a variety of measures, eliminating explanations based on response suppression or shifts in response criterion. Instead, the results suggest that implicit stereotypes are malleable, and that controlled processes, such as mental imagery, may influence the stereotyping process at its early as well as later stages.
